On the barcode, it originated from a similar design on a BRM in 1972 and evolved from there. McLaren used a barcode in place of where Marlboro was usually in 1988 and Silverstone 1991, Ferrari in Germany 1993 as well.

It wasn't so much subliminal advertising but more brand association because of the use of the barcode design previously so was removed by Ferrari when pressure started to grow about it contravening the EU directive.

_________________"Clark came through at the end of the first lap so far ahead that we in the pits were convinced that the rest of the field must have been wiped out in an accident."-Eddie Dennis, describing the dominance of Jim Clark in the Lotus 49 at Spa 1967

This pic surprised me a bit as it was during a GP event (Monza last weekend)...

_________________"Clark came through at the end of the first lap so far ahead that we in the pits were convinced that the rest of the field must have been wiped out in an accident."-Eddie Dennis, describing the dominance of Jim Clark in the Lotus 49 at Spa 1967

Marlboro weren't subliminally advertising with the barcode. The barcode was a Marlboro logo in an attempt to circumvent the anti-tobacco rules. The barcode probably won't mean much to the average man on the street, but it wasn't aimed at him, it was aimed at F1 viewers who knew exactly what the logo was replacing.

It's similar to the 'Scuderia' logo that appears on the Ferrari now. It's not a coincidence that the logo is designed as it is given who the team's main backer is.

I don't think being a Ferrari sponsor is about exposure; it's about prestige. You look at UPS or Shell - do you really think there's anyone out there who'd never heard of those companies before watching F1? Not likely. But there are people who will - consciously or subconsciously - consider them more premium because of their association with a super-premium brand like Ferrari. That's where the advertising makes a difference. Companies at that level are well beyond brand awareness and exposure; they've reached a cliff on both of those long ago, and they'll happily pay for image at this point.

I don't think being a Ferrari sponsor is about exposure; it's about prestige. You look at UPS or Shell - do you really think there's anyone out there who'd never heard of those companies before watching F1? Not likely. But there are people who will - consciously or subconsciously - consider them more premium because of their association with a super-premium brand like Ferrari. That's where the advertising makes a difference. Companies at that level are well beyond brand awareness and exposure; they've reached a cliff on both of those long ago, and they'll happily pay for image at this point.

But if that were true, then the Ferraris would be running around in only their red bodywork. Instead, every sponsor can be seen on the livery. Except, at least to the casual observer, Marlboro.

A further reason why I don't really believe it is enough for a company to be merely known to be associated with the team, is the fact that, ostensibly, Ferrari themselves seem to be so eager to be known to be in F1, they see a need to advertise the fact with a very great team logo!

I could almost follow your reasoning if we were only aware of Ducati trying to create a greater awareness about its MotoGP team. But the similarity between its and Ferrari's logos argues against that being the grounds for their presence.

GingerFurball, could you propose a better word than subiliminal? Part of the reason I use it, is that this is the term that was used on Autosport, at the time when Ferrari went from a plane white square to a red square outlined in white, trying hard to reconcile the need to advertise and the need not to be seen to advertise.

_________________Use every man after his desert, and who should scape whipping? Use them after your own honour and dignity.

I don't normally get to watch the interviews post-qualifying, but in one of the shots I saw the "Ferrari logo" displayed on their steering wheel screen. They really don't waste any opportunity to advertise! If not subliminal, it definitely verges on the sublime.

_________________Use every man after his desert, and who should scape whipping? Use them after your own honour and dignity.

The reason it struck me, Blake, is that I had never seen that before. Of course I remember the old type of steering wheels with their logo on it. That would be there all the time. This one isn't. Would you mind telling me why you think the 'proper' Ferrari logo is now incorporated in a red and white large one?

_________________Use every man after his desert, and who should scape whipping? Use them after your own honour and dignity.